The store has no physical product on the shop floor and is supported by a vast stockroom. A pair of digital screens flanks the open entrance to attract passing shoppers and the arrival zone is designed for quick transactions and purchases, with high stools and interactive touchscreen tablets on which customers can search and order. For customers seeking a slower journey, the heart of the store is designed for browsing and trying on shoes.
This space has a warmer, more intimate feel, with an industrial-style framework and fluted glass to bring privacy, and a lowered ceiling. From the back of the store there’s a view into the stockroom which houses 110,000 shoe boxes, showcasing the vast range of brands and products available to the customer. Boxes slide from the stockroom down through the racking behind the cash desks, creating an element of retail theatre.